Welcome! Find the latest news and best practices on the media relations, digital marketing, social media and announcements from our clients and friends, plus the latest adventures from the Verde crew. #VerdeVoice
Bob is enthusiastically – and boldly – setting up a 54-year-old legacy brand for discovery, engagement and conversion. He’s committed to not only evolving the brand and how it reaches and engages people today, he’s committed to doing so for the next two generations of outdoor enthusiasts.
Read MoreA NOT TO BE MISSED episode that delivers a dual short cut on two of the most important channels we work with as specialty brands – social media and online marketplaces (okay, THE online marketplace, Amazon).
Read MoreAn independent, specialty endurance-sports store in Clermont, Florida, is expanding from 400 square feet to 2,000 square feet. As any specialty retailer knows, this is not a decision that’s made lightly. In a two-part series, I’ll be interviewing Kimberly Grogan, co-owner of Dash-Sports, to document the expansion. In this first episode, we drop in on the reasoning behind their decision to expand, why the time is now, and what strategies she and her partner/husband are employing to up the odds for success.
Read MoreUsed gear is huge right now. Nick Martin understands this because he was one of the pioneers in the used sector. As founder and CEO of The Pro’s Closet (TPC), he studied eBay to learn consumer behaviors around re-sale gear. To say he learned well is an understatement.
Read MoreHow many brands from the 1930s are you looking to for social media and content marketing leadership? Airstream is a legacy, consumer-centric brand – a description many would consider to be an oxymoron. In testament to both the quality of workmanship and the devotion of Airstream owners, 75-80 percent of all Airstream trailers ever made are still on the road. But don’t let “legacy” and “iconic” and “1930s” lead you to assumptions about their customer. There’s a wide range of demographics and consumer profiles in the Airstream owner community
Read MoreJonathan is founder and CEO of Blister, the online gear review site whose mission is to offer the most in-depth and honest review possible. Blister is fanatical about gear and the activities our gear allows us to do. This passion has been recognized (and rewarded) by a global audience of consumers that are equally enthusiastic about their gear, their sports, and the honesty they’ve come to rely on from Blister.
Read MoreFor decades, the glue that held the outdoor and specialty markets together to was the sales reps. Independent or in-house, sales representatives were the first point of contact, the primary relationship, and the most prominent link between brands and retailers.Here’s the thing: they still are.
Read MoreThe customer is the marketer today.We all know it, right? Compare how much time you spend reading reviews or checking social feeds versus the amount of time you spend reading ads, watching ads, listening to ads on the radio. There’s no comparison, especially today with the access we have to ad blockers, etc.
Read MoreToday I speak with Blair Clark, president of Canyon Bicycles USA. We talk about the challenges of DTC online bike sales, and importantly, the solutions to those friction points. We discuss the importance of doing what you can, when you can for your consumers, then working endlessly to protect and nurture the loyalty that develops. It’s not just good for the consumer and Canyon, it’s good for the cycling community as a whole.
Read MoreToday I talk talk with founder Christian Schauf about how Uncharted launched with the ultimate expression of consumer connectedness: crowdsourcing. This digitally-native brand is now taking the leap into the wholesale channel. We’ll discuss how content, the right team, a lot of hustle, and an unending drive to connect with your customer combine for success.
Read More’m joined by Ashley Korenblat, the founder of OuterBike (and a host of other VERY impressive titles). The first OuterBike was a relatively radical idea: Instead of giving consumers the opportunity to demo a bike in a few circles around the parking lot, bring the bikes to iconic trails the consumer wants to ride.
Read MoreThe evolution of the specialty bike market is happening fast. The learning available to all of us lies in the evolution itself. In bike, we’ve got a front-row seat to discover what’s working, and what isn’t, as an entire established industry works to modernize to meet the expectations of today’s connected consumers.
Read MoreIn today’s show with Ryan, you’ll learn that many independent bike dealers and bike manufacturers are still timid about committing to ecommerce as a channel – for lots of reasons. As we’ve reported in on before on Channel Mastery, you’ll hear once again from this expert that specialty businesses NEED to expand into this realm to continue to serve your connected consumer today.But don’t worry, you don’t need to be a digital marketing expert to reap the rewards. Ryan shares today that the tools exist so that you can make all of these things happen while staying focused on your superlative customer service and cycling expertise.
Read MorePeople come to Nick Sargent with a lot of problems. It’s his job to find solutions. But when you’re the president of the snowsports manufacturing trade organization (SIA), run of the mill answers won’t “fix” the complex problems facing the industry, like climate change, production cycles, and baby boomers aging out of skiing and riding.
Read MoreThe technology we talk about in today’s episode seems super futuristic. But in reality, it’s happening NOW. With my guest, Greg Carter, Channel Mastery this week is devoted to bringing online data capture technology into the physical space of brick and mortar retail. We cover connected buildings, beacon technology and indoor digital GPS.
Read MoreTeddy Schiavoni is a multi-hyphenate in the snowsports world. He’s a co-owner of Summit Ski and Snowboard Shop, and the president and founder of Slope Style Life, a consulting firm. He is currently chairman of the Retail Advisory Board for the Snowsports Industries of America (SIA)
Read MoreAmy Charity has over 15 years in her corporate career and three years racing as a professional cyclist, and I feel she’s one of the only women who can offer her take on the unique and entertaining perspectives of working in corporate America and then suddenly signing off and becoming a pro cyclist at the ripe young age of 30. She’s also one of the three founding partners of SBT GRVL, the world’s newest gravel event taking place in and around Steamboat, Colorado August 17-18, 2019. Check out the race website at: www.sbtgrvl.com
Read MoreBill Johannesen is the founder of Vision Werks Consulting and lifelong, specialty consumer analyst. He is an expert with MAP/UP retail price maintenance execution, Internet and channel management, and retail partnerships and new sales roles. Vision Werks uses data and market intelligence to generate customized, predictable revenue growth and stabilized margins from aligned online and omnichannel distribution.
Read More